Your business’s most valuable asset is your reputation. If the people most important to you aren’t thinking of and describing you the way you wish they were (harsh truth: they’re not), your competitive strength is greatly diminished. Ditto if they think and speak of you as “the same” as your competitors.

Your business’s leadership team must determine, precisely, how you want to be remembered and spoken of. This is where superb marketplace positioning begins. And it’s the primary responsibility of leadership. No business can improve its reputation and be actively sought by new and prospective customers if its leaders – and, ultimately, all employees – can’t answer this question consistently.

This determines, again precisely, how your business culture will evolve to become a source of memorable, story-worthy experiences that delight your customers. And your employees. These experiences are the fuel that powers marketplace advocacy – see Question 2 – and Tatoo-Worthy loyalty.